Question

Topic: Taglines/Names

Help W/naming Work-wellness Coworking Space's Blog

Posted by Anonymous on 7/28/2014 at 4:36 PM ET 500 Points
I'm consulting for a co-working space that's USP is it's focus on wellness at work (the space has a yoga studio in it, holds lunches focused on physical and mental well being while at work)
We're trying to come up with a brand name for our content strategy that we can use for a blog, social media, etc. which will use the owner as the person delivering the content. We were trying to find something like the office stylist (see theofficestylist.com) but wellness is such a boring word and many of the work well-related URLs are already taken. Anyone have any suggestions or guidance?
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RESPONSES

  • Posted by mgoodman on 7/28/2014 at 5:22 PM Moderator
    The key, I suspect, will be coming up with the end-benefit of "wellness." Since you don't actually experience a sensation of "wellness," even when you are well, it's hard to know if you really have, or have achieved "wellness."

    Can you talk about the emotional benefit, or payoff, of the wellness you hope to deliver? How will a person FEEL when they have the "wellness?" How will it change a person's life? Why should they want your flavor of "wellness?"
  • Posted by Jay Hamilton-Roth on 7/28/2014 at 5:53 PM Member
    WellWorkTogether.com (but written out as: We'll Work Together)
    WorkingWellTogether.co (no .com available)
    GetWellGetWorking.com
    WellGetWorking.com (again, can use We'll Get Working)
  • Posted by Blaine Wilkerson on 7/28/2014 at 9:46 PM Member
    You mentioned a "content strategy". Do you already have one? Or are you starting with a name?

    I wont be too lengthy or preachy here. Just making a point and requesting some info...just in case you were about to leap in the wrong direction.

    Some questions about your content strategy:

    1) Who is your audience?

    2) What is the purpose/mission?

    3) How does this fit into the business? For example:

    -Are they launching new yogo videos?

    - Driving local traffic to the facility?

    - Establishing online authority?


    4) What tools are you going to use/suggest to get the ball rolling? (Data/conversion Tracking, time management, social tools, email management, etc.)

    I hope you see where I am heading with this. Without a clear purpose for a real audience, it wont matter what you name it. Nobody will come. Even if the plan is to throw money at it, you still have to know who to who to target.

    The more I know about your audience and your goals, the more I can help.

    And here is an awesome free guide from Quicksprout.com. It's written by Neil Patel and Kathryn Aragon: https://www.quicksprout.com/the-advanced-guide-to-content-marketing/
  • Posted by Blaine Wilkerson on 7/28/2014 at 10:42 PM Member
    Addendum to my post above:

    Questions #2 & #3 are very similar.

    #2) What is the purpose/mission?: Basically, Im asking for the mission statement of the content strategy, not the facilty. What is the content strategy supposed to do? E.g., Enrich the lives of entrepreneurs by using Reiki, teach healthy work habits, bring more business to the co-working facility.

    #3) How does it fit into the business?: Im looking for more specific goals and projects here. In other words, How is the content going to relate to the existing business? What kind of content are you planning on delivering? How does it support the mission?

    E.g., build an email campaign to sell a yoga video set, use videos to teach about reiki in order to capture local leads for the facilty, long-form blog posts to establish authority as a thought leader and build brand equity.

    Writing these things down may seem tedious, but it's a fantastic way to force you, your team, and your client to focus. Plus you get to be a hero by showing your client how thorough and resourceful you are.

    Trust me. I have way too much experience in "winging it because the big picture is in my head and too hard to explain". If you ignore the necessary steps to lay a focused foundation, it will always come back to haunt you.

    Remember, outstanding content with a purpose is the real focus here. A blog name is a formality.

    The Quicksprout.com guide has some awesome templates and step-by-step instructions for every stage of you content marketing strategy.

    Hope this clarifies any confusion. I'll look for your response so we can move on to names.
  • Posted on 7/28/2014 at 10:43 PM Author
    Thanks for the quick responses everyone! We were brought in to help define the strategy and give it some structure. The client has been blogging and is on social media but without any guiding purpose or intent beyond knowing that it's what everyone is doing. The business already has a general target customer- entrepreneurs and small businesses in a couple specific areas of the city who believe that physical/mental well-being is an important part of a successful business. But we're in the research/data gathering phase to figure out exactly who these people are so we can really figure out the best content.

    The idea we're working on is to use the wellness focus as the main differentiator from other coworking spaces. There's many spaces but none who emphasize wellness in any real way. So we're thinking of creating content in various channels about wellness at work. We'll the use that content to establish the client as an authority on the subject and the coworking space as THE place for businesses who find that important. That said, this is our working theory and we may find in our research that this makes no sense or needs to change.

    We've been counseling our client to wait for the research before we decide on a final name but are trying to come up with some options along the way.
  • Posted by mgoodman on 7/29/2014 at 10:26 AM Moderator
    Be careful with premature brainstorming on the name. Once the client finds a name they like, they'll filter all the findings from the research to support their favorite name. Been there.
  • Posted on 7/29/2014 at 10:35 AM Author
    I agree, but the client started reserving domain names without any discussion so I'm trying to channel her enthusiasm into at least something productive.
  • Posted by Blaine Wilkerson on 7/29/2014 at 10:05 PM Member
    Ok, so your purpose is two-fold:

    1) Lead Generation
    2) Build Authority

    That's great! Sounds like you guys are taking the right steps.


    Regarding names:

    The first thought that comes to mind is to use the business name. Just add a blog section to the website.

    Another thought is to use the owner's name.com. This works well for establishing authority.

    Plus, if you create a separate blog name, you are creating an entirely separate brand. Then you have to carefully align the branding of both entities.

    So, from a branding standpoint, using the existing business name would be entirely appropriate. Especially since you are trying to drive local traffic to an actual facilty.

    Is the owner resistant to using one of these names?
  • Posted on 7/29/2014 at 11:16 PM Author
    We've been playing with the idea of simply keeping the current brand name--among other things it would solve any issues with SEO--but the client really wanted something catchier. We may end up with just using the company name, but I want to give several different options.

    As for the adjective, we were also thinking maybe it would make sense to with an unrelated work but one that would evoke the feeling we're aiming for rather than some variation of work and wellness.
  • Posted by saul.dobney on 7/30/2014 at 6:30 AM Member
    LotusWorkspaces

    FitToWorkSpaces

    WholeLivingWork

    ChiCoworking
  • Posted on 7/30/2014 at 12:25 PM Author
    We're planning on doing it as "ContentBrandName" brought you by "CompanyName" as part of the way actually get the conversions we want. Maybe the way to go is simply to use the company name? That'll probably take some convincing of the client since she wanted a "bigger brand" than just the company. I know the name is important, but I'm starting to wonder if we're overthinking it?
  • Posted by Deremiah *CPE on 7/30/2014 at 6:20 PM Member
    Heeey Scott,

    it's really not a bad idea to over think since it's proven that our brain consolidates all systems and processes down to the point we really are only using about 2% of it. So what I'm really saying is that most of the time we are not truly THinking until we push our Brains into Overdrive applying Convergent and Divergent methods. So I'm going to use a divergent process here today and call out some possible names and even if they don't work hopefully they'll Inspire you to connect the dots...I hope it works for you.

    WellBottomLine

    BottomLineWellness

    HealthyWork

    HealthyWorks

    WorkHealthy

    YogaWorks

    YoWellnessWorks

    WorkplaceWellness

    WorkWellness

    LiveWellWork

    WorkWell

    WeWorkYoga

    HappyWorks

    Workingfree

    OfficeWell

    OfficeLotus

    Moneywell


    LOLLL...Go into Overdrive...Let it be the last thought you have on your mind before you go to sleep and put a book next to your bed so you can write down the possible answers you get while you sleep. KEEP SMILING!!!

    Is there anything else I can do for you?


    Your Servant,

    Deremiah, *CPE (Customer Passionate Executive)

    *Caring Promotes Exuberance

    PS
    REMEMBER... our only real problem in life is our failure to be "MORE Creative" than we’ve ever been. If you “Invent” your opportunity YOU WILL most definitely create your future.






    Is there anything else I can do for you?


    Your Servant,

    Deremiah, *CPE (Customer Passionate Executive)

    *Caring Promotes Exuberance

    PS
    REMEMBER... our only real problem in life is our failure to be "MORE Creative" than we’ve ever been. If you “Invent” your opportunity YOU WILL most definitely create your future.

    Read more: https://www.marketingprofs.com/ea/qst_question.asp?qstid=43237#ixzz38zUtCwb...
  • Posted by Blaine Wilkerson on 7/31/2014 at 5:11 PM Accepted
    Scott,

    I just re-read what I wrote below. I want to preface this by saying "with all due respect". The message is assertive and direct, but by no means do I intend to offend. I'm going on what little info I have, so please bear with me. Here it is:


    What does your gut tell you? What do you believe is the right thing to do? Pull it out and stand by it.

    This is more complicated than simply naming a blog. As I said before, the blog name doesn't really matter much. Call it "PurplePickles" or "YogaWoga", whatever. If the prep work is not done correctly, nobody will read it anyway. (Although I must say that I like the "Blog Name brought to you by "Company Name" approach. And I love Deremiah CPE's input; he always provides positive, upbeat advice.)

    One of the most important pieces of blog prep is PURPOSE. Now, you said the client wants to drive leads to the coworking space and establish authority. But they also want a "bigger brand" than the existing business?!?

    Alarms just went off in my head. Why? My "confused client detector" went off.

    Sounds like your client wants the best of both worlds. They have tasted success with their coworking space, and now they want to branch out and share their knowledge with the online world. They probably imagine it all going down like this:

    1) Come up with a catchy blog name and URL.
    2) Write insanely useful blog posts
    3) People will arrive at the blog, read a few posts, instantly recognize the brilliance of the author, and share every post with all of their high-level friends.
    4) With all the buzz about their blog, a rock star blogger is bound to find them and share the blog with millions of people.
    5) The coworking facility gets booked up for the next 2 years...at double the current rate!
    6) Then Oprah calls and begs for an interview. Followed by Dr. Oz and Dr. Phil.
    7) The success is so abundant that they have to open up 5 new coworking facilities in other major cities. Forbes begs to do a cover story.
    8) They write a best-selling memoir from the balcony of their mansion, located on a private island in the Bahamas.

    It's a pipe dream.

    Now, it is possible to have a successful blog, but they need to know that a big blog will take several months, if not years to accomplish. And that is with 100% focus on the blog.

    So, to build a blog that is a "bigger brand" is a HUGE project. HUGE!

    Ask any serious blogger who has a huge brand. To put it in perspective, Here is a link to a video by Jon Morrow. It's a sales video, but it has some rich info regarding what is needed to have a six-figure blog: https://seriousbloggersonly.com/six-figure-roadmap/ . (This is not an affiliate link)

    Jon Morrow is a rock star blogger, and former associate editor at copyblogger.com. His blog, https://boostblogtraffic.com is a wealth of free knowledge. I also put some additional helpful links at the end of this message.

    Digging deeper into my "alarm": What is the plan for maintaining the current business while building this "bigger brand" blog? You see, something has to give. And that "something" is one of the following:

    1) The existing business
    2) The idealized scope of the blog (I.e., the "bigger brand" part...at least for the next year or so)
    3) Money and Control (can't be separated)

    Again, it is possible to have both a blog and a separate thriving business, but there needs to be a serious plan with a serious budget. In other words, if they want to build both #1 & #2, they need to be prepared to separate with #3.

    Make sure your client knows the reality behind their request. If they want both, the client needs to be set up with a team of people and software for each venture. In short, they have to be ready to not only let go of many aspects of both businesses, but also fork out the cash to pay someone else to do it. They can't control it all.

    Sure, they can own it. They can have their finger on the "kill-switch". But they cant do it alone.

    Bring up questions like:

    1) Who is going to run the workspace while you focus on the blog? (They're interconnected, right?)
    2) Who is going to run the blog when you have to focus on the workspace?
    3) Who is going to promote each blog post and how?
    4) Who is going to respond to comments, emails, questions, complaints?
    5) Who is going to network, build relationships and write guest posts?
    6) Who handles onsite issues at the coworking space when you are on Oprah?

    And so on. You catch my drift.

    As you are now experiencing, what clients think they want is often a far cry from what is best. The "how-to-get-there" part gets idealized and scrambled in their head. They are used to being the boss. They are used to directing wait staff, construction developers, service providers, landscapers, painters, and so on.

    They are not used to someone they hire telling them they are wrong. This is where you come in. :)

    You need to take a step back and look at why they hired you and for what purpose.

    Did you come on board as a freelancer, a "hired gun" to complete a specified task?
    (e.g., Create a name for my blog and complete this to-do list...and that's it.)

    Or were you hired to consult, advise and direct them for a business venture?
    (e.g., Help me create a blog that integrates with and compliments my existing business because I don't know what to do.)

    [By the way: Yes, some freelancers give advice (e.g.,designers, copywriters), but that isn't my point.]


    Remember. What you do reflects upon your business and your reputation. We all want happy clients, but you have to draw the line. You are not only working for them, you are also building your own brand. Take a stand for YOUR consultancy. Don't hand the reigns over to your client, especially one who isn't grounded.

    Main Take Aways:
    - Make sure you are focusing your energy on the real issues.
    - Lay the foundation first. Figure out the purpose of the blog, then build the brand from there. Don't waste time or procrastinate the inevitable by thinking of blog names first.
    - Focus on the bigger picture and present the realities of creating this "bigger brand".
    - Step back and take a moment to consider why you were hired. How can you provide the most value?
    - Propose what you believe is the best course of action...for their brand AND yours. And stand by it. Deep down, you already know the answer.

    Good Luck! I hope you find this helpful.

    -Blaine Wilkerson


    Here are some naming links you may find useful:

    Wordoid - https://wordoid.com
    NameBoy - https://nameboy.com
    Bust A name - https://bustaname.com
    Dot-o-nator - https://www.dotomator.com
    Awesome Word Lists - https://www.enchantedlearning.com/wordlists

    Also, sign-up for free and check out the libraries at

    Copyblogger.com - https://my.copyblogger.com/type/ebooks/
    MarketingProfs.com - https://www.marketingprofs.com/marketing/library
    HubSpot.com - https://library.hubspot.com
    Problogger.net - https://www.problogger.net (also check out their .com: https://problogger.com )
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